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Broken guitars and viral videos don’t improve an airline’s customer service

July 9, 2009

carouselSeen the hilarious new music video “United Breaks Guitars” yet? United Airlines has done a mea culpa on the luggage-vaulting incident, and even asked the Canadian country music group Sons of Maxwell for permission to use the clip as a training video. The song “struck a chord with us” an airline spokeswoman said.

But good customer service isn’t about responding to a viral video with a sense of humor, as United did. It’s about the little things, like Irena Temple’s ruined photos.


I’m getting ahead of myself, though. Here’s the video.

Temple contacted me a few days ago with a small request. She isn’t a country music artist, as far as I know, and was in no position to create a viral video to pressure her airline into doing the right thing. On a flight from Orlando to Philadelphia, Southwest Airlines lost her luggage. The airline found her bag and returned it to her the next day.

When I unpacked my luggage, every single thing inside was wet, leading me to believe the luggage fell off the baggage truck or was mistakenly left on the ground, but in either case was outside in the rain all night.

I immediately called Southwest’s baggage claim office and explained the situation to them.

I did not claim any damage for the clothes as they were only wet — not ruined, but I had taken over 60 photos to share with the friend I was visiting in Florida and they had water damage on them. I asked to be covered for the cost of reprinting them, and was offered a $50 voucher for “my next flight on Southwest Airlines.”

I thanked them but said I’d still prefer to be repaid for the expenses incurred by their negligence.

Temple contacted the vice president of customer relations, but after three weeks of waiting and several phone calls, she was no closer to getting reimbursed for $14.

I suggested she try a polite email to Southwest. She did.

I heard back from her the next day.

I received a phone call this morning from Summer Cook, who said she had received the receipt for the photo reprints and has requested a check be issued to reimburse me, which should take about 7 to 10 business days. I really appreciate your prompt reply and caring about my small problem. Also read your customer comments and feel more encouraged to use Southwest again if I should have the opportunity.

Now granted, Southwest shouldn’t have made Temple wait three weeks. But it’s the middle of the summer, which is one of the busiest travel seasons of the year. And at least it got back to her and helped, which didn’t happen to the Sons of Maxwell and resulted in a devastating YouTube video.

That isn’t to say United Airlines doesn’t get it. I have a file of United complaints that were relatively minor — problems with name changes, lost luggage and denied compensation — that were quietly taken care of with minimal intervention from yours truly.

My point is simply this: A viral video can embarrass an airline. But the resulting fallout and public declarations aren’t necessarily evidence that the company “gets” service.

It’s the little things, like the $14 reimbursed to Irena Temple for her ruined vacation photos, that show an airline cares about its customers.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

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11 comments

  • Marilyn D

    My husband’s vintage Bach (brand) trombone suffered the same plight on a trip home from Syracuse, New York, at the hands of careless baggage handlers. He had just had the instrument re-lacquered and all the dents taken out, when we traveled up state for a guest artist appearance. When he opened the case to check on the instrument after we got home, the entire bell was badly damaged. The airlines made good on the repairs but it was a struggle to get them to even admit that their baggage handlers were careless. Perhaps there is something to be said for allowing musical instruments to be classified as carry-on luggage…

  • http://www.ffocus.org Bruce InCharlotte

    Some items simply won’t fit in the cabin as carry-on baggage, such as guitars, leaving passengers the choice of shipping it, travel ling by car, buying another seat for the item, or doing what the system was designed to do: check it as baggage. Carriers need to do a better job of handling luggage (clearly, United was beyond negligent in the viral video case) and if not, stop limiting baggage liability claims with every possible.implementation of the “small print” on valuables etc. How about baggage insurance? “Fragile” stickers?

    I gave it to you, you returned it to me broken. This is not complicated.

  • http://www.alaskatravelgram.com Scott McMurren

    I love it. Carroll’s plight “strikes a chord” with UA. I’ll bet it does. Airlines, like the government, eventually will do the right thing…after they’ve exhausted all other possibilities.
    I, too, have had the opportunity to intercede with airlines when travelers simply have reached their wits’ end.
    Airlines as a group are hit with every type of complaint: “My ticket is too much.” “My seat is too small.” “I sat next to Fatso.” It’s a natural response to blow off travelers when they (airline personnel) are buffeted on every front with evidence of the small indignities of mass transportation.
    But airlines must do better to rectify their indifference. And videos like this will help–while bringing a welcome respite from the never-ending head-banging it apparently takes to get the attention of our friends in “Customer No Service”. ACK.

  • http://travelswithcarole.blogspot.com Carole Terwilliger Meyers

    This well-done music video almost lightens the problem. Unfortunately, United isn’t the only guilty airline. Ever since the TSA cut off my special TSA lock (and the two little pull flaps along with it), I’m always surprised when my suitcase shows up intact and filled with what I packed.

  • Pingback: Travel Stories and News for 7/9/2009 — Kathika Travel Website

  • Chicky

    I know of an incident where a member of a country band opened his guitar case the afternoon before a show, only to find the head broken off the neck. The instrument was in a hard-sided case (not a gig bag) with thick, plush lining. I cannot even begin to imagine how the baggage handlers or whomever, managed to break the head clean off. I didn’t ask him directly about it–he was pretty upset, obviously. His bandmate told me about it. Fortunately, the instrument could be repaired, but the band had to do some guitar juggling at the show, which was a major inconvenience for everyone. The airline was a legacy carrier, but I don’t remember which one.

  • Robb Gordon

    Years ago, Tom Paxton recorded a song “Thank You Ropublic Airlines, for Breaking the Neck of My Guitar”.

  • http://www.nomadicmatt.com Nomadic Matt

    what’s amazing is that nothing would have happened if the video didn’t occur showing that United doesn’t want to help customers, they just want to minimize damage but in doing so really showed they still don’t care about people….if that makes sense

  • Sheila Horowitz

    Miss Temple, were you born yesterday? Pictures & souvenirs should be carried in a carry on or purse. Would you put your medications in your checked luggage?

  • JP

    Give me a break Sheila. The primary issue is not that the photos were in the suitcase and were ruined. It is the fact that when she received her bag back from the airline it was soaking wet. If she had a piece of clothing that was red and bled into other clothes thereby ruining them would you also have a problem? What if an electric razor, or hair straightener were in the bag and was ruined due to the moisture? If the bag was not soaked through, her pictures would not have been ruined. From her question to Chris, she was able to get reprints made and was simply looking to be reimbursed for such prints. She either kept her film or digital cards with her which allowed her to get reprints made. So what if she packed her pictures in her checked luggage – the pictures should have arrived dry. Now, if the pictures arrived creased because of where they were packed in her luggage, she would have no argument.

    I’m sure Ms. Temple appreciates the insult Sheila – you must be a perfect traveler.

  • Jennifer

    I just flew United from Chicago to STL yesterday and watched them launch my bag about 10 feet into the luggage cart – pretty happy I removed the one thing I was worried about possibly being damaged. The bag was originally a carry-on bag, but this was a VERY small regional jet and we were required to gate-check the bags. I would have carried this bag rather than check it, but given the plane type I had no choice. So does the airline bear any additional responsibility for belongings I would not have checked otherwise if they require me to gate-check a bag because their equipment will not accommodate the two carry-on bags I’m allowed? Bottom line, it looks like the United baggage handlers in Chicago learned nothing after destroying the guitar. And United doesn’t seem the least bit concerned.

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